This episode unveils the raw journey of Rob Kessler, founder of Million Dollar Collar and Go Tie Less, as he navigates the tumultuous early years of an ecommerce business. It offers a candid look into his relentless testing of different go-to-market strategies—from direct-to-consumer to licensing and wholesale—and his continuous marketing experimentation. Ecommerce operators will learn valuable lessons on iterating on product-market fit, diversifying revenue streams, and strategically expanding into new brands to achieve significant growth.
Key takeaways
Experiment with diverse go-to-market strategies like DTC, licensing, and wholesale simultaneously to identify optimal channels for product reach and revenue.
Continuously test and optimize marketing methods, acknowledging that finding the right approach is an iterative process critical for growth.
Consider developing new brands or product lines to access additional market segments and diversify revenue streams, even if the initial product is successful.
Embrace an entrepreneurial mindset that views business as a 'work in progress,' emphasizing constant adaptation, learning, and integration of new ideas for sustainable growth.
Analyze the potential for international sales early on; Million Dollar Collar's success in 111 countries demonstrates the power of global reach for niche products.
In the first few years of an eCommerce business (or any business!) there’s often a lot of tooing and froing trying to find the right pathway. The right products, the right path to market, the right marketing methods. Tons of testing, and of course ‘optimisation!’. That’s what this guest is joining us to talk about – 4 years ago he designed a really clever new product that solves a frustration for many people around the world. When we caught up with him 2 years ago he was busying testing different routes to market – online sales vs licencing to manufacturers, vs selling wholesale to tailors and dry cleaners. In this episode you’re going to find out how all that has been going, the marketing testing he’s been doing, AND how he’s ended up creating a whole new brand as yet another route to market. Some of the lessons he shares are priceless. The business he’s building is still a work in progress – and in this episode, you get to see (very candidly) behind the scenes to hear how he manages all the different ideas, and how they all start coming together to create the platform from which growth is (I think) just about to go crazy! Rob Kessler is the Inventor and co-founder of Million Dollar Collar. Where he creates fashion accessories for men which provide a classy polished appearance. Rob launched the business in Jan 2016 and they have now sold over 250,000 units in 111 countries to over 18,000 customers. We last chatted 2 years ago (episode 155) so I’m excited to find out what Rob’s been up to. Find all the details at https://eCommerceMasterPlan.comSign up for a free Omn
Experiment with diverse go-to-market strategies like DTC, licensing, and wholesale simultaneously to identify optimal channels for product reach and revenue.
What does this episode say about brand & content?
Continuously test and optimize marketing methods, acknowledging that finding the right approach is an iterative process critical for growth.
What does this episode say about product & merchandising?
Consider developing new brands or product lines to access additional market segments and diversify revenue streams, even if the initial product is successful.
What does this episode say about founder & leadership?
Embrace an entrepreneurial mindset that views business as a 'work in progress,' emphasizing constant adaptation, learning, and integration of new ideas for sustainable growth.
What does this episode say about dtc strategy?
Analyze the potential for international sales early on; Million Dollar Collar's success in 111 countries demonstrates the power of global reach for niche products.
